FROM L.L. BEAN TO NEIMAN MARCUS: THE LOWDOWN ON CATALOGS.

Genevieve BuckCHICAGO TRIBUNE

Is it any wonder that the venerable L.L. Bean is finally coming out with a new line of children's outdoor clothing and equipment?

There are currently more than 33 million households in this country with children under the age of 18, according to U.S. Census Bureau figures, and analysts predict that the number will grow to more than 41 million by the end of the decade. But here's the clincher: According to L.L. Bean's own research, these households spend 108 percent more than households without children on camping equipment and 126 percent more on winter sports equipment.

The first collection of children's items will appear in L.L. Bean's fall '93 catalog, to be mailed in July. Included will be some 50 to 60 of the company's most popular adult products, only in smaller versions. Along with boys' and girls' clothing (sizes 6 to 20, ranging from pullovers to anoraks to flannel-lined jeans), there'll be footwear, toys and sporting goods.

L.L. Bean has offered some individual children's items in the past but then tested a variety of children's products in last winter's catalog. The response was more than expected and great enough to warrant the creation of a separate children's division. So, there'll be lots and lots of happy little campers around come fall.

For info: 1-800-221-4221.

Go East, young man

More on L.L. Bean: The company, founded in 1912, opened its first overseas store in November in Tokyo, based on the large amount of business the company has been doing for some time via catalog in Japan. The store is doing extremely well, according to spokesman Michael Sullivan, who noted that L.L. Bean is also beginning to develop special products (shoes, women's clothing) in smaller sizes to accommodate

Yet another indication of the growing interest in this country's catalog products is word that J.Crew is looking into expanding to Europe, first by distributing versions of its catalogs in France and later possibly in England and Italy.

There's no done deal yet and "no papers have been signed," according to J.Crew spokeswoman Jennifer Riegel, who said that there has been some testing in France and the goal is to have a French catalog ready for spring '94.

Plans to distribute the company's catalogs in Europe were based on consumer interest and business, according to Riegel, who added, "We're constantly getting calls from people in Europe, requesting us to FedEx the catalogs to them."

And, not so incidentally, J.Crew already has 20 retail shops in Japan.

The catalog that's getting to look more and more like a magazine is the one Neiman Marcus calls "edits." The cover of the summer issue could almost pass for a Mirabella or even a sophisticated Mademoiselle. And, the first 18 pages resemble double-page editorial-type fashion spreads-including photography, layouts and even type.

Via both live models and mannequins, the spreads also show how separates and accessories can work together. The pages are not only good-looking, they illustrate building a wardrobe.

Even the back of the book-the pages in magazines and catalogs where a lot of stuff is usually crammed or dumped-look pretty clean and snappy.

Incidentally, most of the merchandise is bridge-priced (DKNY, Andrea Jovine, etc.) or lower, meaning that some blouses range from $48 to $180-not the unrealistic top-echelon designer prices.

(Catalogs are mailed to customers. For information, call Neiman Marcus on Michigan Avenue or in Northbrook or Oak Brook.)

On the designer catalog front: Kitty D'Alessio, president of the catalog company started by Carolyne Roehm after she closed her designer business, tells us that the first Roehm catalog, mailed at the end of February, has reaped well over $2 million in orders.

"We projected an average order of $250 and a 1 percent return on our mailing of 250,000 catalogs," said D'Alessio. "Our orders are averaging $530 and we've had over 4,600 responses," she added, also noting, that women are just beginning to order white eyelet blouses and white jeans for summer.

D'Alessio said best-selling items included jackets and shirts (especially white pique); espadrilles and T-shirts were sell-outs. "Evening clothes, particularly the lace separates, surprised us in how well they sold," she continued. Consumers said they liked that the evening things were separates and also that they were "perfect for going to weddings."

There'll be more accessories (handbags, shoes) in the fall catalog, which will be mailed at the end of August. For a fall catalog, call 1-800-669-0787.